Dos Equis Retires 'Most Interesting Man In The World'

Trending News: Wave Goodbye To 'The Most Interesting Man In The World'

Why Is This Important?

Because he's going to be replaced with a younger, suaver Interesting Man targeted at millennials.

Long Story Short

Dos Equis beer is sending its beloved spokesman, "The Most Interesting Man in the World" played by 77-year-old Jonathan Goldsmith, to Mars and into retirement. The character will be passed on to a younger guy to attract the millennial crowd.

Long Story

Not even "The Most Interesting Man in the World" could fend off the creep of a younger, suaver, interesting man. Dos Equis posted a video today where its flagship character played by Jonathan Goldsmith is sent off to Mars by rocket ship.

"His only regret is not knowing what regret feels like," says the ad's narrator.

Thanks in part to the extremely successful ad campaign, Heineken-owned Dos Equis triple its business since 2006, as reported by TIME. The character has also been a meme staple.

But the company has decided its time to move on to a younger, suaver, interesting man targeted at the millennial crowd.

So what's next for Goldstein and his finely trimmed beard? At 77, he says leaving Dos Equis isn't just opening one door for the actor, but more like 10. Having worked as a garbage truck driver before getting the gig, Goldsmith told Business Insider, he's been showered with offers since being liberated from his contract. He also plans to write a memoire.

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